Campaigns send texts from one of three number types, and the choice affects cost, speed, and how you register. A 10DLC long code is the standard for most political programs, a toll-free number is an alternative for certain sends, and a short code is the premium option for very high volume. Here's how they compare and which fits.
What's the difference between the three?
| 10DLC long code | Toll-free | Short code | |
|---|---|---|---|
| Number | Standard 10-digit | 1-800 style | 5-6 digit |
| Registration | 10DLC brand + campaign, political use case | Toll-free verification | CTIA vetting, carrier approval |
| Throughput | High on the political lane | Moderate | Highest |
| Cost | Lowest | Low-moderate | Highest, leased |
| Best for | Most political programs | Certain business/alert sends | Very high-volume, keyword-heavy programs |
10DLC long codes are the default for political texting, especially on the Political Special Use Case, which unlocks high throughput without the cost of a short code. Toll-free numbers are an alternative with their own verification path. Short codes deliver the highest throughput and are built for keyword programs at scale, but they're expensive and slow to provision.
Which should a campaign use?
For most campaigns, a 10DLC long code on the political use case is the right answer: it's the cheapest, it registers quickly through Campaign Verify and 10DLC, and the political lane gives you the throughput a GOTV push needs. Short codes make sense only for the largest programs that live on keyword opt-ins and need maximum volume, and their cost and lead time rarely fit a campaign timeline. Toll-free sits in between for specific cases.
Frequently asked questions
What's the best number type for political texting?
A 10DLC long code on the Political Special Use Case fits most campaigns, lowest cost, fast to register, and high throughput on the political lane. Short codes suit only the largest keyword-driven programs.
Do you have to register a 10DLC number?
Yes. 10DLC requires brand and campaign registration through The Campaign Registry, typically with a Campaign Verify token for the political use case. Unregistered numbers get filtered.
Are short codes worth it for campaigns?
Rarely. They deliver the highest throughput but cost the most and take longest to provision, which usually doesn't fit a campaign timeline. Most programs do fine on a 10DLC long code.
Keep reading: what 10DLC means for your campaign and Campaign Verify explained. For registration, see The Campaign Registry.
This is general information, not legal advice, current as of the date above.